Conversions API

Custom Data Parameters

Use these parameters to send additional data for ads delivery optimization.

ParameterDescription
content_category
string

The category of the content associated with the event.

Example:
'grocery'

content_ids
array<string>

The content IDs associated with the event, such as product SKUs for items in an AddToCart event. If content_type is a product, then your content IDs must be an array with a single string value. Otherwise, this array can contain any number of string values.

Example:
['ABC123', 'XYZ789']

content_name
string

The name of the page or product associated with the event.

Example:
'lettuce'

content_type
string

Should be set to product or product_group:

  • Use product if the keys you send represent products. Sent keys could be content_ids or contents.
  • Use product_group if the keys you send in content_ids represent product groups. Product groups are used to distinguish products that are identical but have variations such as color, material, size or pattern.
contents
array<object>

A list of JSON objects that contain the product IDs associated with the event plus information about the products.
Available fields: id, quantity, item_price, delivery_category

Example:
[{'id':'ABC123','quantity' :2,'item_price':5.99}, {'id':'XYZ789','quantity':2, 'item_price':9.99, 'delivery_category': 'in_store'}]

currency
string

Required for purchase events.
The currency for the value specified, if applicable. Currency must be a valid ISO 4217 three-digit currency code.

Example:
'USD'

delivery_category
string

Optional for purchase events.
Type of delivery for a purchase event. Supported values are:

  • in_store — Customer needs to enter the store to get the purchased product.
  • curbside — Customer picks up their order by driving to a store and waiting inside their vehicle.
  • home_delivery — Purchase is delivered to the customer's home.
num_items
string

Use only with InitiateCheckout events.
The number of items that a user tries to buy during checkout.

Example:
'4'

order_id
string

The order ID for this transaction as a string.

Example:
'order1234'

predicted_ltv
float

The predicted lifetime value of a conversion event.

Example:
432.12

search_string
string

Use only with Search events.
A search query made by a user.

Example:
'lettuce'

status
string

Use only with CompleteRegistration events.
The status of the registration event as a string.

Example:
'registered'

value
float

Required for purchase events.
A numeric value associated with this event. This could be a monetary value or a value in some other metric.

Example:
142.54

Custom Properties

If our predefined object properties don't suit your needs, you can include your own, custom properties. Custom properties can be used with both standard and custom events, and can help you further define custom audiences.

This behavior is the same for Conversions API and Meta Pixel. See Meta Pixel Custom Properties for more information.